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I. COURSE DESCRIPTION AND OBJECTIVES

Marketing management is the art and science of facilitating beneficial exchanges in an enjoyable and sustainable way. It does not only benefit organizational objectives by effectively satisfying customers but also help with personal development by taking advantages of all your strengths and weaknesses.

The course is designed with the following goals,

nUnderstand the role of marketing.

nApply a marketing perspective to a wide range of management situations.

nCultivate a “test” mindset.

II. COURSE MATERIALS

1. Textbook

Marketing Management, 14th edition, by Kotler/Keller, Prentice-Hall


2. Recommended readings

Textbooks provide a comprehensive framework, however, textbooks are relatively sluggish. To keep yourself updated with the latest reports, analyses, and insights, I suggest you subscribe to the following newsletters.

nKnowledge@Wharton, http://knowledge.wharton.upenn.edu/

nHBS Working Knowledge, hbswk.hbs.edu/topics/marketing.html

nThe McKinsey Quarterly, http://www.mckinseyquarterly.com/Marketing

nThinkwithGoogle, https://www.thinkwithgoogle.com/

I may share more recommended readings during the semester.


3. E-learning: MANA130006.01 营销管理 Marketing Management 2016-2017 Spring


III. COURSE REQUIREMENTS

This course integrates lectures, class discussions, participation of research projects, and exams to achieve the course objectives.

1. Class attendance and participation

Attendance is mandatory and expected. Attendance is a necessary but not sufficient condition for a good participation grade. The rules are:

nIn the event that for some unavoidable reason you have to miss any class, I would appreciate it if you would let me know that in advance of class, which would be still counted as 0.7 absence.

nDon’t fake attendance, one caught-up equals to 3 absences.

Class participation: A large proportion of knowledge you can get from the class comes from discussion and participation. In participating class discussion, I appreciate:

nRelevant

nLogical

nConcise

nSupportive

nTimely

Online participation: you are also required to participate in several online studies to get familiar with various modules throughout the course.

2. Team part

        There would be 6-8 teams, each team with 4 to 6 members.The team list will be determined by me.

2.1 Team-based discussion

Many on-class discussions will be team-based. Although the conclusions of each discussion will be presented by just one or several team members, the whole team will share the same grading, which will be assigned by me.

2.2 Team project

Since this course requires substantial data collecting, team work is necessary in one research project. In the last four weeks, all the groups are invited to make a brief oral presentation (15 min presentation + 5 min Q&A). Two teams per week. The final reports will be evaluated by me as well as the rest of the whole class. 100 RMB reimbursement is available for each team (only for copy and printing cost).

2.3 Peer evaluation

For team-based project and discussion, it is unlikely that each team member contributes equally to the group performance. Therefore, it does not make sense for team members within a group to receive identical marks for the group-based tasks. In the mid-term and at the end of the course, students are invited to take a “peer evaluation” survey over the relative contribution of each team member in their group. Based on the “peer evaluation” results, each student’s score is adjusted upward or downward from the group score accordingly to embody the fair principle.

3. Exam

3.1 Quizzes

There will be 3-4 quizzes through the semester. The quizzes are based on the textbook. For each quiz, there are 10 minutes for you to finish as many multiple-choice questions as you can. It is open-book, but the best strategy is to remember them in advance.

3.2 Final exam

The final exam is closed-book, and the questions cover the textbook, lectures, and recommended readings.

IV. GRADING

Course Requirement

Weight

1. Individual part

30%

        Attendance

        Participation

        20%

        10%

2. Team part

30%

          Project

        Discussion

        20%

        10%

3. Exams

40%

        Quiz

        Final

        10%

        30%


VI. CLASS OUTLINE

Class

Topic

Chapter

1

Introduction

1, 2

2

New Trends in Marketing

22

3

Capture Marketing Insights I

3

4

Capture Marketing Insights II

4

5

Obtain and Retain Customers I

5

6

Obtain and Retain Customers II

6, 7

7

Segmenting, Targeting, and Positioning I

8, 9

8

Segmenting, Targeting, and Positioning II

10

9

New Product Development I

12, 20

10

New Product Development II

13

11

Pricing

14

12

Communications I

17, 18

13

Communications II + Term   project

19

14

Delivering Value + Term project

15, 16

15

Competition & Glocalization + Term project

11, 21

16

Personal Marketing + Term project

-

This schedule is designed to be a guide to the class and may change during the semester.